A VIDEOGRAPHER’S GUIDE TO Nail Your Website Videos: 7 DO’s and DON’T’s

If the thought of being on video for your business makes you want to crawl under the duvet and never come out again, you’re not alone. But here's the thing: when done well, brand films, intro videos, and other video clips can be absolute magic for small business owners. 

They help potential clients see the person behind the brand - the passion, the knowledge, the personality. And that connection? It’s priceless.

This is why Freya Padmore, Squarespace wizard and website design queen and I have partnered up for a blog collaboration about branding videos. While she is covering the techy and strategic side of where to put videos on your website (and how not to give visitors a heart attack with autoplay), I’m here to help you nail the content creation side of things.

In this post, I’m sharing 7 DOs and DON’Ts to help you create scroll-stopping, connection-building branding videos that actually work - whether you're filming with a professional (hello!) or going the DIY route. So if you're ready to feel confident on camera and create videos that sound like you and resonate with your dream clients… read on.

7 DO’s & DON’T’s

DO plan your video around your brand story.

Start with why you do what you do, then move into the what and how. People connect with people, not just services.

DON'T wing it without a plan.

Jumping in without a clear structure often leads to rambling. A simple script or bullet points helps you stay on track. Find my blog post about how to prepare for your branding video shoot there.

DO speak directly to your ideal client.

Your video isn’t for “everyone.” Speak like you’re having a chat with your dream client over coffee. You want them to feel like, “Yes, she gets me.”

DON'T try to be someone you’re not.

People can feel when you’re putting on a persona. You don’t need to be super-polished to be powerful. Be real, be you.

DO use natural, flattering light.

Whether you’re working with a professional videographer (like me!) or filming solo, good lighting makes a massive difference. Daylight is your best friend. Harsh shadows? Not so much.

DON'T cram everything into one video.

Your brand film isn't a life story. Pick the most impactful messages. You can always create more videos for specific topics later.

DO include a clear call to action.

Tell viewers what to do next - book a call, download your freebie, explore your services. Don’t leave them hanging!

BONUS

DON'T forget to smile (unless your brand is super serious).

As a woman, I hate it when someone tells me to smile. I’m sure if you’re a woman, you might have heard it once or twice yourself in your lifetime as well. But in this case, it’s actually important. 

Smiles build trust. It makes you instantly more approachable and confident on camera - even if you're a bit nervous inside. It can also influence the tone of your voice if you keep a friendly expression throughout the video.

And there you have it - 7 DO’s and DON’T’s to help you create video content that truly reflects you and your brand.

The most important thing? Don’t let perfectionism or fear stop you from showing up. Your dream clients want to see the human behind the brand - quirks, smiles, and all. Whether you're recording in your living room or on location with a videographer, the key is making sure your video feels true to you.

That said, you absolutely don’t have to do it all yourself.

Yes, phone videos can do the job in some situations (and I’m all for mobile phone content where it makes sense), but when it comes to your main brand film, launch videos or website intro - the one that sits front and centre on your site and makes the first impression? That’s where working with a professional videographer really comes into its own. 

If your brand is all about a certain aesthetic or high-quality look, it’s also worth considering to have all your content professionally filmed.

You’re literally putting a face to your business. It deserves to be captured beautifully. So, whether you're ready to step in front of the camera with a pro (hi, it’s me 🙋‍♀️) or just dipping your toes in the video waters, remember: it’s not about being perfect - it’s about being you, confidently and clearly.